A system of exchange for marketing pharmaceuticals to developing countries is described, identifying the key conflicts among its constituents. A research agenda for marketing is suggested, involving both systemic characteristics and exchange behaviours. A framework for public policy appropriate...

A consumer's prior evaluation of an advertised brand is hypothesized to moderate the effectiveness of humor in advertising. Further, cognitive responses are hypothesized as mediators of the impact of humorous ads on brand attitude. The results support the hypothesized moderator role of prior...